In case you missed it: Video marketing is hot, hot, hot.
Consider the stats. Ninety-two percent of businesses that use video marketing consider it an “essential part” of their overall strategy. Video accounts for one-third of all internet activity. And, perhaps most telling of all, 66% of people would rather watch a video about a product or service than read about it.
If you’re not already on the video marketing bandwagon, it’s time to hop aboard. And to help get you started, we’ve got some dos and don’ts to share.
Video Marketing: 3 Dos, 3 Don’ts
Do: Be Authentic
One of the biggest mistakes that small businesses make is approaching video marketing like they would a television commercial. This is not that.
Yes, you’re making a pitch. But to get people to engage, you have to be … well, engaging. This means presenting your authentic self and brand. You don’t need flashy camerawork and expensive influencers. You do need to foster a connection with your audience.
Don’t: Be Too Long-Winded
Most marketing experts agree that your video should be no longer than two minutes — and in some cases, it should be even shorter. For an introductory video, the norm is about 60 seconds.
Keep your videos short and sweet. If you’re constantly struggling to cover your topic in a timely manner, consider making a video series as opposed to one standalone video.
Do: Practice “Edu-tainment”
Forgive us for the kitschy word, but edu-tainment — the process of educating while simultaneously entertaining — is a big deal in video marketing.
It’s important that your video gets your message across. It’s equally important that you get it across in an entertaining way. We’re not suggesting you break out the clown shoes and brush up on your magic tricks. Just make sure you’re not boring your audience.
Don’t: Try to Go Viral
There is such a thing as trying too hard, and it’s apparent to others when you do it. So if you go into this with the intention of going viral, you’re most likely going to fall flat on your face.
You probably are not the next Steven Spielberg, and your video probably won’t win any awards. And that’s OK. This doesn’t mean you shouldn’t put effort into your video. It means you should focus on the goals you set for it and the message you want to get across rather than trying to appeal to the masses.
Do: Have a Clear Call to Action
There was a reason you created your video. Maybe you wanted to show off your new product line, introduce a new service, get people to download a resource, or have them sign up for a demo. But if your video doesn’t make it clear what you want your audience to do next, why did you bother creating it in the first place?
Having a clear call to action (CTA) is an absolute must. Call this number, click this link, go here, do that — no matter what your CTA is, it needs to be included and apparent.
Don’t: Assume Everyone is Listening
There are plenty of reasons why someone might watch your video but not listen to it. They could be deaf or hard-of-hearing, in a public space, or watching at work while hiding from the boss.
The point is, you can’t assume that views automatically translate to people having “heard” your message. Consider subtitles, graphics, callout boxes, etc., to get your point across for those who don’t or can’t listen to what you’re saying.
Is There a Place for Video in Your Marketing Strategy?
There’s no denying the success of video marketing, but it does take some know-how to get started. Once you know what to do (and, perhaps more importantly, what not to do), you’re well on your way to success!
What are you struggling with? Mischa Communications has a solution to all your marketing meltdowns. How can we help?